Author Box
Articles Categories
All Categories
Articles Resources

How to Sell: Persuasive Business Communication

February 23, 2012 | Comments: 0 | Views: 147

The other day I attended a one-day seminar on Internet Marketing, in one of those rented hotel function rooms, lead by a guy I'd never heard of before. It was advertised for $49.00. "Pretty cheap" I thought. "Maybe TOO Cheap?" But I figured that even if it turned out to be a waste of time, $49 wasn't going to profoundly affect my bank balance.

This guy's approach to selling his business services made me feel like the proverbial fish on the line, being gently reeled in. I'll tell you who he was and how he did that in a minute, but first, consider this question: What is the best way to try and sell your services, ideas, or products?

After all, we're all competing against other businesses or individuals, and essentially saying, "choose me!" Trying to influence someone to make that choice is a dilemma each of us faces, whether we're an entrepreneur, a CEO, or unemployed and looking for a job.

In the past I blogged about how one key to persuasion is in the language you choose to use. But what happened at the seminar I attended reminded me that there really is a whole other way to sell.

Let me set the scene.

The seminar began with Paul Tobey, the seminar leader, telling us his rags-to-riches tale. He had been a struggling musician till the day he decided he was tired of scrambling to make ends meet. That's when he made a total commitment to change his career, his life...and get rich. Remarkably, it worked! These days he runs a successful business training company called Training Business Pros (and he even has a yacht, that ultimate symbol of wealth). And, most importantly, he told us if we followed his approach we too would become much more successful like he.

I was hooked. I wanted to find out how he did it and learn more about his methods.

One of the more salient things he told us is that there are seven key elements to making each page on a website work brilliantly as a marketing device. He revealed element number one: have a good headline.

So, for example, take a boutique real estate company. Instead of a headline reading: "Boutique Real Estate Company, since 2010" you might try something along the lines of "Experienced team of professionals finds your dream home - that's a promise."

"OK, that's a good tip," I thought. So now he had me on the line - I really wanted those next six steps! But alas, he wasn't going to give them away that day. No, this seminar was just an introduction - or, if you like, a "tease." To go deeper into the specifics of his path to greater success I'd need to sign up for another, considerably more expensive seminar. But there was good news! If I signed up for that seminar, I could get two other relevant seminars...for free. I was reeled in a little further. In fact he almost had me, hook, line and sinker, until he added that the only way to get this deal was to sign up for his two day seminar that very day.

Yes, I still wanted those six other steps to make my website a brilliant marketing device. Yes, I still wanted more of his expertise on SEO and Internet marketing. But was I going to put my money down? In the end, the answer was no. I wanted more time to consider my options. But any number of the other people attending the seminar did whip out their chequebooks, right then and there.

What really intrigued me, even more than his knowledge of websites and business building, were his skills of persuasion. How did he do it, luring people in with a soft sell, then following it up with something a little harder, adding a little more pressure?

First, he created curiosity by offering such an inexpensive seminar - even though he has impressive credentials on his own website. He created desire with his rags to riches story. He tempted with promises of revealing secrets that would take us to a deeper level of success. He finished with a call to action. We had to sign up that day to get the deal.

These are classic elements of the art of persuasion, and they were indeed artfully employed.

Will I take more of his seminars? I'm mulling it over. Will I make use of some of his persuasion techniques in my own sales efforts for my company, Ditto. But one thing is certain: the power of persuasion can't be underestimated. Even when it costs a mere $49 bucks!

Dr. Sandra Folk is founder of The Language Lab, an organization specializing in improving the communication skills of business executives and employees worldwide. Sandra understands how poor communication skills can damage an organization's reputation or diminish your professional image. As an innovator in online training, The Language Lab offers a variety of business writing and presenting courses to meet the needs of second language learners (ESL) and native English speakers. Knowing how to communicate in Plain English is an important focus of these courses. The Language Lab's proven track record includes creating training courses for national and international clients in a variety of sectors such as finance, commercial real estate, government, insurance, accountancy and education. Find out more about our courses at Follow us on Facebook, Twitter, and The Language Lab blog for more business writing and presenting tips and tricks.

Source: EzineArticles
Was this Helpful ?

Rate this Article

Article Tags:

Improve Sales


Business Presentation Skills


Effective Workplace Communication


Skills Of Persuasion

In India, employment opportunities are set to grow by a good margin in the coming year, a phase which was started in the turn of the second decade of the 21st century. organisation, candidates with

By: Sarkariexam l Business > Careers Employment l April 01, 2013 lViews: 11709

Sometimes it is amazing to see that certain jobs can precipitate huge turnouts in the recruitment drives. It is as if thousands of people were waiting for the vacancy advertisements and the moment

By: Sarkariexam l Business > Careers Employment l December 30, 2012 lViews: 690

In recent times, jobs in healthcare segments have grown tremendously. It is anticipated that this growth curve will continue for the times to come. Various factors are responsible for this

By: Sarkariexam l Business > Career Advice l December 27, 2012 lViews: 449

Are you in a dilemma whether to choose web based CRM or not? If yes, don’t worry. You aren’t the sole person having this doubt.There are numerous firms trying to make out whether investing in a

By: Reneta Vasileva l Business > Customer Service l December 23, 2012 lViews: 409

If you think about it you will realize the fact that each business has its own set of risks that are involved in it.The trade secrets that you have and the information related to the business is what

By: brumbrum1 l Business > Risk Management l December 23, 2012 lViews: 263

As the time is changing, concierge management services are now growing despite the slowing economies of the world. The main reason of it is the need that is highly specific to the people who like to

By: willsmith10 l Business > Management l December 23, 2012 lViews: 334

Follow up is one of the most important parts of a business. You must follow up with the prospects and customers in order to generate a positive feedback. Firms usually lose business when they don't

By: Jeremy A Barkerl Business > Sales Trainingl June 12, 2012 lViews: 191

Learn how to keep focused on achieving your targets. Make prospecting your friend and not the enemy.

By: Blake E Hooperl Business > Sales Trainingl June 10, 2012 lViews: 214

Most of the time during the sales process you, as the sales person need to remain silent and listen. At no time is your silence more important than when your prospect says something incorrect in

By: Louie Bernsteinl Business > Sales Trainingl June 09, 2012 lViews: 204

Businesses are often looking for the next best ideas to help them in reducing expenses, increasing revenues, and producing greater levels of profit. Some businesses turn to the online environment in

By: Peter McKeonl Business > Sales Trainingl June 08, 2012 lViews: 171

Many business owners understand the incredible value associated with having a strong sales staff. These individuals represent your front line of opportunity when it comes to capturing consumer

By: Peter McKeonl Business > Sales Trainingl June 08, 2012 lViews: 176

Take advantage of your sales opportunities. Do not get lulled into meetings that leave you with little time to discuss what you came there to discuss. Here are four key points to remember.

By: Gordon Whiteheadl Business > Sales Trainingl June 04, 2012 lViews: 169

Good writing involves the use of straightforward and precision oriented language. You can improve your communication skills by avoiding these five simple mistakes that people often make in their

By: Dr. Sandra Folkl Writing & Speaking > Writing Articles l May 22, 2012 lViews: 131

Some say there is a glass ceiling preventing women from advancing in the workplace; yet others dismiss it. However, if you want to excel in your job, improve your communication skills. Ask direct

By: Dr. Sandra Folkl Business > Workplace Communicationl February 23, 2012 lViews: 253